Parker Pen

Parker create verbally An Adventure in ball-shapedisation pg. 547 1. -This is the history of the failure of an multinational merchandising strategy. Which were the reasons? snap the 4 Ps. (Price, Product, Place, Promotion) Being angiotensin-converting enzyme of the largest publish industries in the homo, Parker Pen was a failure for having international marketing strategy. This is due to the fact that Parker wanted its products to go across under the concept of normalisation. He c in wholeed this the Janesville strategy. to a dispiriteder place promotion, Parker Pen wanted his saves to fol depressive disorder the mission of iodine look, one voice, meaning all Parker products would be sold and re-produced the identical way in all countries the fellowship would make partnership with overseas. As a result, all packaging and advert would mirror the sure Parker Pens in all participating countries. The problems which would arise from this is that standardization wh itethorn not cater to incompatible countries, who may have an interest for specific supply of publishs. For example, locations much(prenominal) as France and Italy ar fond of expensive initiation pens.Consequently, promotion strategies would lead to the decisions with regards to the statistical distribution of products. Parker wanted all his pens to focus on a common positioning, which meant that the same types of pens would be allocated to its specified locations. The problem here is that the butt end markets determine and interests are various across diverse markets, and lotnot be dealt with exchangeablely. Parker failed to puddle that that you cannot use the same manoeuvre on all individuals because separately individual is bizarre in their own way. On the same note, this reduces the take aim of customization and personal preference.This as well reduces customer consideration and individuals do not feel there is a smell out of providing customer satisfaction. Fo r the product, Parker pens lose its value in the pen industry for providing individuals with the pen instruments they command and have a value in. The Janesville strategy was a failure also due to the fact of pricing barriers. As express in the article, Parker produced low-monetary value pens, which were not functional and were uneffective to do what they were intended to do. Leading up to this was a large controversy on the goodwill of the federation in comparison to their actual products.Parker pen was a cheatn as a bon ton of quality, however with this new global strategy, they failed to reduce termss besides at the same time satisfy the involve of customers. 2. -What role do people play in implementing any strategic decision? Analyze the role of Mr. Peterson, Mr. Smith and Mr. Parker. During the crisis of Parker pen, there were many roles being played. Mr. Peterson worked at reducing costs by laying shoot employees to reducing the product parenthood to 100. He be lieved that unveiling into the global industry, it would require a single world class agency. Both Mr. Peterson and Mr.Smith contumacious that Parker pens needed to tar number the low-end of the market, meaning low cost pens would need to be produced. This would also result in the pens being in lower quality and standards than the certain Parker pens. Mr. Smith, being promoted as the new president of the Parker pen federation, planned to develop the Vector on the mettlesome scale and a disposable pen named the Itala on the low scale. Mr. Smith wanted Parker pens to take on markets of the pen industry that has never been done by any other company before. He contumacious that this would be the success of the company in go in into the global markets.For the company, this was a large risk as green ventures are unknown are this may cause a large fall in profits and sales. Mr. Smith also enquiryed on the sales of Parker pens and discovered that the company had only a piffling sha re in the pen industry as most of its profits were coming from pens mete outing for less(prenominal) than three dollars. Mr. Smith decided that a channelize was needed, therefore pushed for the promotion of full(prenominal) scale to low scale products. Under the management of Mr. Peterson and Mr. Smith, 400 company managers were trained to market Parker products the same way in all locations. On the other hand, Mr.Parker was a worshiper of new product development, turning Parker pens into a company producing over 500 lines of products. His thoughts on the development of the global market were contrary to the root words of Mr. Peterson and Mr. Smith. 3. -Was it a good idea for Parker Pen to produce and sell a broad(a) range of pens from high-cost to low-cost? Why? It was not a good alternative for Parker Pen to produce and sell pens ranging from high-cost to low-cost. Parker pens are known for the quality in writing instruments and changing their production process by purchase reduced quality materials will diminish the goodwill of the company.The first decision of determining if a company should globalize consist of the following items acute the company and its strength and weaknesses, knowing the product and its selling points, knowing the home market, knowing the target market and its background, and being able to leaves ones predetermined values, beliefs, and propositions. in that respect are many factors that need to be taken into consideration. Contrarily, the concept of having a wide range of products can be a success if adequate seek was done to understand each markets values.In low growth developing countries, the most viable plectron may be to sell low cost pens because individuals may not have the ability to bear up under prestigious ones. 4. -If customers from different places are purchasing similar products, do you think it is possible to get different markets with the same advertising theme? Why? Customers from different places may h ave values in buying similar products, but it is not possible to approach different markets with the same advertising theme. The reason for this is that you need to custom to each market. You need to change your advertising strategies according to the values of that particular location.For example, some locations may want to feel a personal inwardness directed towards them in order to attract them small-arm others may want advertising to be forceful and straightforward without any underlying messages. By assisting distribution to extensive research, Parker Pens can gain a big understanding of each markets needs when dealing with promotional planning and marketing strategies. In other words, Parker Pen took on the concept of Ethnocentrism and Geocentrism, which means that the use of strategies are the same for all countries worldwide as it is in the home country.This may be some(prenominal) skilful and detrimental for a companys marketing process. Looking at standardization ver sus adaptation, a authorisation starting point for Parker Pen could be standardization however, a company must also know when to make a change. Subsequently, adaption and modification of products would need to be implemented in order to maintain patsy recognition in a global society. 5. -Which had been your recommendation for the international marketing plan of Parker Pen in 1982? Since Parker pens was previously established as an industry of high quality writing instruments.With a product line of 500, the company should have done more research and evaluation of each international target market before pushing their products into that particular country. Since Parker Pen is a company of no direct foreign marketing, in determining which products should be distributed can be reach to an expert and advisor who will execute that research. grocery selection is done using secondary data from previous companies who may have been successful in international markets. Another option is to use antecedence to determine whether the company will survive in the global industry.In the Strategic Decisions in worldwide Expansion model, Parker Pen did not go done the decisions of determining whether the company was export ready and what modes of intro the company would enter by. There was a escape of strategy implemented on the marketing mingle and how the company were to distribute their resources. For Parker Pen, there was an overuse of self-reference criterion, where both Mr. Peterson and Mr. Smith believed that a high volume of low-costing pens would perform well in locations overseas.This was a failure to realize differences and be able to put down ones own values and accept the values of customers and the target market. Consequently, there was a lack of evaluation and knowing thy target. Segmentation variables are those that involve the demographics of each individual. In high developing countries, there may be a larger group of late individuals who are looki ng for affordable working pens to get them through the day at school, while in high business and technology based environments, individuals may value higher-priced pens because it produces an image of respect and status.